DCKAP Round-Up event unpacks AI, e-commerce
A key takeaway from the DCKAP Round-Up 2024 was the growing impact of artificial intelligence and digital innovation in reshaping customer engagement and business models for manufacturers and distributors.
Held at the Adler Planetarium August 27 in Chicago, the event brought together industry leaders for an evening of networking, education, and insights into the future of digital transformation. Now in its third year, the DCKAP Round-Up has become a powerful opportunity to connect with peers across multiple distribution sectors and hear from insightful speakers.
After a cocktail reception where guests took in breathtaking views of the Chicago skyline, the program kicked off with Karthik Chidambaram, founder and CEO of DCKAP, who set the stage with the challenges of integration and software.
The event featured discussions with Daniel Josephs, CEO of Spruce Industries, who emphasized customer-driven innovation, and Tom Gale, CEO of Modern Distribution Management, who explored AI's growing role in distribution. Mark Brohan, senior vice president of B2B and market research at Digital Commerce 360, capped the evening with a discussion on the importance of omni-channel user experience strategies in B2B e-commerce.
AI Unlocks the Power of Personalization for Distributors
“AI can take the ability to personalize and engage customers to new levels, especially over the next couple of years,” said Gale. He discussed how AI is reshaping the distribution industry, allowing companies to identify patterns in customer behavior and leverage data to create tailored experiences. Gale also emphasized that AI offers smaller distributors a chance to compete effectively without large-scale investments.
Customer-Centric Innovation Fuels Growth
Josephs underscored the importance of listening to customer needs and adapting to market demands, highlighting the need for agility in an evolving business environment. He discussed the impact of integrating HubSpot CRM and Magento Commerce with their ERP, Profit21, noting how it improved efficiency and accountability across the company. “The integration has made our sales team more in tune with their accounts and pipelines, making them more efficient and profitable," Josephs said.
He also addressed the challenge of e-commerce platforms designed for users rather than companies: “In distribution, it’s about the company, not just the user. We needed an eCommerce platform that could handle complex company structures, and that shift has been crucial for our operations." Working closely with the DCKAP team, Josephs helped design a company-centric platform to meet these needs. “We built a platform that could manage roles, responsibilities, and approval levels, all centered on the company rather than individual users," he explained.
Omni-Channel Strategies Are Crucial for B2B Success or B2B Buyers Demand Omni-Channel Experiences
“Today’s digitally-driven buyer teams expect a seamless experience across five to seven channels,” said Brohan. Based on B2B buyer research by Digital Commerce 360, he highlighted how B2B commerce has evolved, particularly with the rise of team-based, omni-channel procurement: “These digitally driven buyers will spend anywhere from 30 days to six months, on average, looking at a website before they even consider making a purchase.”
Brohan also noted that price is no longer the top priority for B2B buyers: “What is top of mind is not price, but whether the product is available, how quickly it can be delivered, and how well the buyer can track it.”
Software Innovation at the Heart of Distributor Success
Chidambaram reflected on the company’s mission, saying, “We’re focused on creating technology that empowers manufacturers and distributors to optimize operations and foster growth.” He emphasized DCKAP’s role in addressing complex integration challenges, highlighting that their ERP integration platform combines the approaches of professional services and Integration Platform as a Service (iPaaS) to deliver a tailored solution for distributors and manufacturers, enabling them to go live in weeks, not months or years.
DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers automate data between ERP, e-commerce, and CRM systems.
The evening wrapped up with a networking session and an exclusive viewing of the Adler Planetarium’s award-winning show in the Grainger Sky Theater.
INDUSTRIAL SUPPLY MAGAZINE
The November/December issue of Industrial Supply magazine features an in-depth cover story about Kimball Midwest. Plus, we're featuring articles by contributing writers Dirk Beveridge, Frank Hurtte, and Mike Marks, as well as interviews with numerous product and distribution industry experts.
